Role of Marketing Manager Research Paper Example | Topics and Well Written Essays - 2500 words

Role of Marketing Manager - Research Paper Example The foreign market chosen for this research paper is Southeast Asian market comprising of Indonesia, Thailand and the Philippines. Form utility: Form utility refers to the product or service offered to customers by a company. The marketing team carries out a widespread research about customer needs to develop a pattern for a product or service in order to derive form utility. The product development team then develops a product or service that provides customers with important business benefits like improved productivity, lower costs, competitive advantage and easier installation and meets the needs of the customers (Armstrong & Kotler 2014). The marketing team creates form utility by converting customer needs into product or services that carry value. In this paper, the product offered to the customers is dishwasher by the company. After conducting extensive research, the product development team developed two types of dishwasher based on application, one directed for residential use and the other one directed for the food services industry sector. The residential dishwasher created utility in the form of time management, better cleaning, and saving energy and water. The industry dishwashers created utility in the form of increase in productivity, lower manual labour costs, competitive advantage, better cleaning and lesser amount energy and water consumption. Possession utility: The utility of possession offers the customers ownership of the product or service which allows them to obtain benefits in their own business or in daily usage. If the customers are able to increase productivity of their own product after using the product or service offered to them by the company, then the possession has given them a strong benefit and possession utility is maximised (Armstrong & Kotler 2014). The dishwasher creates possession utility both in the residential

TV Show and Advertising- at the Right Time in the Right Place Case Study

TV Show and Advertising- at the Right Time in the Right Place - Case Study Example During the TV Show, there were three commercial breaks of two minutes each after every eighteen minutes of the show. During the first commercial break, the following commercials were aired: - Nike (1-minute commercial): In this commercial, a cricket team is showed sitting in a bus, which is stuck in a traffic jam. Now they want to play cricket but they cannot as there is no space but then they have an idea and they start playing cricket on the roof of the bus with smashing shots all around the traffic jam running over cars. Demographic: Age: Nike has targeted teenage boys who have a passion for cricket. Gender: The commercial is targeted mostly towards the teenage boy. Income: This commercial is targeted to each n every income class. Race: Targeted to all race. Psychographics: Nike has targeted this commercial to viewers with the same interest that is cricket. Nike has promoted a positive and confident attitude in this advertisement. Nokia N-Series (44 seconds): This commercial shows the N93 and all of its features. Age: 15-45. Gender: Male and Female.   Income: Individuals who are in the middle or upper class. Race: Targeted to all race. Psychographics: Nokia targets consumers who want different features in their cell phones.   Target to a specific social class, this commercial is targeted to the consumers who have an interest in Cell phones. Malaysian Airlines (15 seconds): This commercial shows an executive is getting late for his flight and he hasn’t picked up his tickets. He has to drink coffee but to make coffee it will take some time so he takes a spoon of coffee and puts in his mouth then he takes a spoon of sugar and put in his mouth and then water and shakes his mouth and drinks it all up. N, in the end, it says to better book tickets online before than to leave everything for the last moment.